Cross-Channel Marketing: Only for the Committed Ten Percent?

Cross-Channel Marketing Only for the Committed Ten PercentConsumers now leapfrog from one device to another throughout a typical day. From a home laptop to a smartphone on the train to a tablet later on — yes, it has been a challenge for marketers trying to figure out how to track them across all platforms.

That’s a big reason why cross-channel marketing was a top priority for the majority of client-side marketers worldwide queried in a May, 2014 study by Econsultancy in association with Oracle Marketing Cloud.

The verdict? For starters, more than two-thirds of survey respondents said that integration of marketing activities across all channels is a main goal.

But just because cross-channel was a priority doesn’t mean it’s happening.

“For example, 43 percent said that they could understand their consumers’ journeys and change their marketing mix as a result, while 30 percent had implemented teams to work on integrated marketing,” according to eMarketer. “Less than one-fifth of respondents could measure the financial impact of cross-channel efforts—a problem, considering that marketing results matter—and the ability to determine customer retention as a result of integrated marketing trailed even further behind.”

The worst news: Only 7 percent of respondents said their organizations were prepared to execute cross-channel marketing.

In sum, fully 62 percent of respondents agreed that their “messaging, execution, and delivery strategies weren’t aligned across touchpoints,” compared with the lonely 10 percent who disagreed with this statement.

Read more about it here.